PAUL KOTZE
PAUL KOTZE BRANDING & COMMUNICATIONS
Rexona
Rexona Deodorants had historically communicated the functional benefit of the product for both female and male audiences. The brand needed an emotional connect with its audience and the concept of DO:MORE was borne to encourage consumers to do more of what they love to do in life, 'cause with Rexona you no longer need to worry about sweat and bad odour associated with sweat. Rexona "It won't let you down." The case study film provides an overview of the 2013 launch of the Rexona DO:MORE campaign and activation. Lowe MENA were awarded Global Best Practice by Unilever for this campaign.
Integrated campaign:
In addition to traditional above-the-line media, we focused heavily on amplification within the digital space. The TVC was posted to our You Tube channel and amplified through Facebook, online banners, Twitter and other social media platforms. We developed an application on Facebook that allowed consumers to upload pictures of all the things they love doing and make it their cover photo, we then took their stories, filmed them in action and created content that would inspire other consumers to DO:MORE. These stories were also amplified on radio, via spots and live interviews.
Activation:
We rolled out brand activations across university campus', consumers could play interactive X-Box games, where they could choose a sport they love doing or would love to do, if they scored the highest on the game for the day, they would win a real life experience, for example, Skiing, Skydiving, etc. In addition, they could enter the draw for additional experiences simply through liking our FB page. Pics of the activation were uploaded and amplified through partner websites, Facebook and other social media. This was further supported in-store via Gondola Ends, where promotional packs offered consumers Entertainer Vouchers to try out new experiences. We also developed a host of ambient ideas, where we simply left various sporting and play items and waited to see what consumers would do, e.g. cricket bats and balls were set up on beaches, then we simply waited for everyone to play. We filmed these and posted them on You Tube and our Facebook site.
Rexona Lotus F1 Team
We handled the media launch and developed a campaign around the Lotus F1 Team as a lead up to the Abu Dhabi F1 GP. Event branding, invitations and other collateral were developed for the event. In-store promotional packs offered consumers VIP tickets to the F1 GP, whilst the digital space was used to amplify Kimi Raikkonen's victory post race. We composed a track and developed an edit that literally went viral.
